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Perceived security, privacy, and trust concerns within Social Networking Sites: The role of Information sharing and relationships development in the Malaysian Higher Education Institutions' marketing

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3 Author(s)
Nour Mohammed Almadhoun ; Computer and Information Sciences Department, Universiti Teknologi PETRONAS, Perak, Malaysia ; P. Dhanapal Durai Dominic ; Lai Fong Woon

Nowadays, higher education is facing big challenges that made a lot of Higher Education Institutions (HEIs) become increasingly interested in attracting more students. Social Networking Sites (SNSs) such as Facebook have experienced exponential growth in recent years. These SNSs offer attractive means of online social interactions and communications, but also raise privacy security, and trust concerns. This study identified the effect of security, privacy, and trust in SNSs in order to share information and develop new relationships, which will affect students' enrollment and employees' application in HEIs. From the survey of 66 participants, the findings suggested that perceived privacy and perceived trust in other members in SNSs is significantly related with the Information sharing. Also, members' trust in SNSs and its members positively associated with development of new relationships, which is positively associated with students' enrollment and employees' application in HEIs. However, there is no significant impact from information sharing to develop new relationships in SNSs.

Published in:

Control System, Computing and Engineering (ICCSCE), 2011 IEEE International Conference on

Date of Conference:

25-27 Nov. 2011